iaa pac 2013 brief response

I TRY TO LIVE EVERY DAY AS IF IT WERE THE FINAL DAY. THESE ARE THE LITTLE BITS OF MY EXTRAORDINARILY ORDINARY LIFE

2

#liveandrelive

http://www.google.co.uk/url?sa=i&rct=j&q=photobooth%20strip&source=images&cd=&cad=rja&docid=GynzDjh9dQ-kVM&tbnid=EMdFAMoZ9chrFM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.flickr.com%2Fphotos%2Fgreenbeatle%2F5119237809%2F&ei=nOcNUpq4NeiX0QX-zoHgCg&psig=AFQjCNFFWOL322P5e2erfMQpdvQ__oK4GA&ust=1376729302051415

http://www.google.co.uk/url?sa=i&rct=j&q=photobooth%20strip&source=images&cd=&cad=rja&docid=2Rh3DxM_6UFVaM&tbnid=JqNm6uPL0lVw1M:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.polyvore.com%2Fphotobooth_film_strip%2Fthing%3Fid%3D23675681&ei=J-gNUujdBamN0AXn8ICwCw&psig=AFQjCNFFWOL322P5e2erfMQpdvQ__oK4GA&ust=1376729302051415

http://www.google.co.uk/url?sa=i&rct=j&q=wedding&source=images&cd=&cad=rja&docid=cQkEZ92Pc1zavM&tbnid=zPu1gBpYkTfzFM:&ved=&url=http%3A%2F%2Fwww.photosnt.com%2Fother%2Fwedding-photos&ei=VekNUq-dJKSR0QWZjYGwAg&psig=AFQjCNHNAH8ZAfYyC0-bQ4c3EHSXtvG7aA&ust=1376729813833383

http://www.google.co.uk/url?sa=i&rct=j&q=wedding&source=images&cd=&cad=rja&docid=XlPzenTWf16noM&tbnid=W05Bo_wK-qEdRM:&ved=&url=http%3A%2F%2Fwww.derbyshireconferencecentre.co.uk%2Fweddings.html&ei=VekNUq-dJKSR0QWZjYGwAg&psig=AFQjCNHNAH8ZAfYyC0-bQ4c3EHSXtvG7aA&ust=1376729813833383

http://www.google.co.uk/url?sa=i&rct=j&q=sex%20and%20the%20city&source=images&cd=&cad=rja&docid=yqJiYOxoMnh30M&tbnid=R_Q5wRQi9SuePM:&ved=&url=http%3A%2F%2Ffeminspire.com%2Fshould-feminists-watch-sex-and-the-city%2F&ei=_OkNUuWKOKqr0QWukICIBg&psig=AFQjCNG-lTISo6jLhkvD5KLCgqrjUs9PIw&ust=1376729981247995

http://www.google.co.uk/url?sa=i&rct=j&q=girls%20shopping%20with%20their%20mums&source=images&cd=&cad=rja&docid=HJAaSlUzSoMYaM&tbnid=iGdne4dhvqbX2M:&ved=0CAUQjRw&url=http%3A%2F%2Fblogs.babycenter.com%2Fcelebrities%2Falyson-hannigan-her-adorable-girl%2F&ei=u-oNUp2tKeWe0QXegIHgBw&psig=AFQjCNGMbbtcxm56ES899G3y_nm7zIcpBA&ust=1376730136820076

3

OBJECTIVES & MEASUREMENT

Awareness

GRPs, Impressions

Engagement

Facebook Entries, QR Scans

Sales

Tickets, Box Office Ratings

WOM

Shares, Blog Posts, PR

4

• 173% more likely to say rom-coms are their favourite films

• 134% more likely to watch a film at the cinema than on TV

• 82% more likely to share content through mobile

• Men in relationships are 83% more likely to see rom-coms

TARGET AUDIENCE

Females 15-49 – Single Couples 15-49 Rom-com Fans

Source: TGI

COMPETITIVE LANDSCAPE

5

http://www.google.co.uk/url?sa=i&rct=j&q=great%20gatsby%20marketing%20campaign&source=images&cd=&cad=rja&docid=nFwsH8QqRLEx2M&tbnid=C4KYGEIYoDNwsM:&ved=&url=http%3A%2F%2Fwww.webimax.com%2Fblog%2Fsocial-media%2Fhow-the-great-gatsby-is-doing-social-media-right&ei=w-sNUuDKHsa50QXl9IHgBQ&psig=AFQjCNFwb5dsCVJwN-1XlAQaa6cM34J4jw&ust=1376730435991783

http://www.google.co.uk/url?sa=i&rct=j&q=wild+night+with+ted&source=images&cd=&cad=rja&docid=w7aW6hzj3rSWCM&tbnid=HVvh85-nmZ37kM:&ved=&url=http%3A%2F%2Fwww.behance.net%2Fgallery%2FMy-Wild-Night-With-Ted%2F5885651&ei=hOwNUrvkJeb80QWltIHwCQ&bvm=bv.50768961,d.d2k&psig=AFQjCNHfT22hwiEEKQ7BUZwwPUjYcbKhUw&ust=1376730629047589

7

PICADILLY CIRCUS

SOMERSET HOUSE

CINEMA PREVIEW’S

PUBLIC TRANSPORT

THE LOUVRE

SYDNEY OPERA HOUSE

EXECUTION

MEDIA STRATEGY

8C

OW

NED

EA

RNED

BO

UG

HT

CAMPAIGN INTEGRATION

EXCITE & INVITE EDUCATE EXPERIENCE AMPLIFY

TV blipverts

OOH special builds

Online: Mirrors TV

PR

#liveandrelive

#liveandrelive

#liveandrelive

Online: Mirrors TV

Photobooths Live cinema Live cinema

WOM

WOM

REVENUE EXPECTATIONS

10

48%

2%

11%

11%

7%

5%

6%

7% 2%

1%

UK

Russia

Australia

Germany

Spain

France

Italy

Korea

Brazil

Mexico

Campaign Goals

Gross revenue: $135,000,000

Theatre cut: 40%

Net revenue: $81,000,000

Avg. ticket price: $10

Tickets to sell: 13,500,000

iaa pac 2013 brief response

Business